You might not think there’s much business can learn coming from the globe of beauty pageantry.

Genecia Alluora, the former Miss Singapore finalist who went on to coach hundreds of CEOs along with politicians, could beg to differ.

Through her image consulting business, Alluora spent a decade helping leaders enhance their appearance along with body language to build their public personas.

“We’re not asking the politician or C-suite executive to fake the idea,” Alluora told CNBC Make the idea. “We’re looking at how we can bring the idea out (their personality), how we can enhance their sphere of influence.”

the idea wasn’t an obvious career path for Alluora. She never planned on getting into pageants: In fact, she was bullied at school for her looks. yet entering a modeling competition on a whim at university opened her eyes to its business potential.

“in which was my first taste of entrepreneurship — in which insight into personal branding,” recalled Alluora.

the idea’s a concept in which can be dismissed as superficial, she said. yet, for those from the public eye like political along with business leaders, the idea’s “invaluable.”